An advert for Rimmel London starring Love Island star Lana Jenkins has been banned for playing on the insecurities of young girls.
The Facebook ad featured Lana applying makeup and read: “Get ready to slay this back-to-school season.”
The post, which was seen on September 9th, added “"25% off Rimmel back to school”.
Lana, 26, is a make-up well-known for her stint on Love Island at the start of the year when she fell in love with Ron Hall.
Two people complained that the ad was irresponsible for the slogan which played on young girls' insecurities and implied it is necessary to wear make-up to school to succeed.
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Coty UK, trading as Rimmel London, said the ad was part of its "Back to School" campaign but "in no way" communicated a need to wear make-up, and instead targeted women aged 18 to 35 who were interested in cosmetics, beauty, fashion and make-up.
It said the wording "Get ready to slay this back-to-school season" was intended to motivate and build confidence, rather than prey on young girls' insecurities.
However the Advertising Standards Authority (ASA) said the words "back-to-school season", alongside the ad's pink colour scheme, books and star emojis and the fluffy pink pen held by Lana were clear indications to who the ad was targeted at.
The ASA said: "We considered that the use of the word 'slay' in the claim 'Get ready to slay this back-to-school season' implied that girls or young women were more likely to succeed or do well when they went back to school if they wore make-up, in this case a concealing and contouring product.
"We considered the ad had the effect of playing on young girls' insecurities about their appearance and therefore concluded it was irresponsible."
The ASA ruled that the ad must not appear again, adding: "We told Coty UK, trading as Rimmel London, that they should not play on young girls' insecurities by implying that it was necessary to wear make-up to school to succeed."
